CIA loses £30m Ericsson brief

Ericsson has delivered a blow to CIA Medianetwork and handed all the buying and planning for its global corporate advertising business, thought to be worth more than £30m, to the Media Edge.

CIA has retained some of the communication strategy on the business.

Ericsson UK advertising manager Lindsay James says: “Media Edge will do all the planning and buying for consumer products and business to business. Media Edge will obviously work with our global creative agency Young & Rubicam.” Media Edge is owned by Y&R.

Ericsson refuses to comment on how much this piece of business is worth. However, it is thought to be worth up to £3m in the UK and more across Europe, particularly in Scandinavia where the market is strong. In the US, the business is worth about £8m.

Media Edge already holds the worldwide consumer buying and planning for Ericsson; its sister company Young & Rubicam creates the advertising. Mediapolis is the buying agency for the Media Edge in the UK.

The move follows Ericsson’s appointment of Publicis last week, to create a global branding campaign for the company. This business will be run out of the London office.

The changes come into effect in the new year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here